Processing a TV message is much more like the all-at-once processing of the ear than the linear processing of the eye reading a printed page. According to McLuhan, television is fundamentally an acoustic medium. To make this point clear, he invited people to try a simple experiment. First, turn the sound down on the TV set for one minute during your favorite program. Now, for another minute, adjust the TV set so that you can hear the sound but you can’t see any picture. Which condition was more frustrating? Which condition gave you less information? McLuhan believed that people who tried this little exercise would invariably report more frustration in the condition where the picture was visible but the sound was inaudible.


① TV Messages: More Visual or Acoustic? 

② Surveys of Favorite TV Programs 

③ TV as Efficient Equipment for the Deaf 

④ Effects of Advertisements on TV Viewers 

⑤ More Frustrating Conditions: Invisible Situations 


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